With over 3,000 stores across Brazil and ten other countries, O Boticário is the world's largest chain of perfume and cosmetics retailers. Founded in 1977 from a single store, it is a Brazilian success story.

O Boticário decided that it was time to create a fresh visual identity, in order to keep up with the changing profile of its customers. It had been working with FutureBrand to achieve this and they selected our Foco font family for its friendly beauty, a key requirement for the display font in the new identity. To give it that special touch, and to make it Boticário Foco, we worked closely with the FutureBrand design team exploring varying terminals and contrast adjustments. We used the letterforms of the tagline “Live all your beauty” as a test. The resulting design has softer terminals and a higher contrast that adds a warm elegance to the new brand.

The decision to modify Foco created a cost effective and accessible solution, making every message count in Boticário's new identity, with a single font style for display. Along side this, our Effra font family was selected for use in body copy because of its functionality and flexibility. Our Brazilian design team also worked closely with FutureBrand to refine the new logo, carefully crafting every letterform and each curve of the symbol.